How to Launch a Photography Business

Lesson 38 of 87

Grass Roots Marketing


How to Launch a Photography Business

Lesson 38 of 87

Grass Roots Marketing


Lesson Info

Grass Roots Marketing

This segment is all about network marketing. It's all about the team that you're going to be building around you. Now Kenna has been amazing and lovely and introducing us and telling everybody what Justin, Chris, and I have created and I want to set the tone right here and say I super appreciate all of that while saying that this was where we are here today entirely 100% a team effort. Not only from my business partners but also from the entire team at Lin and Jirsa. I know that most of you probably are not looking to create a 30 or 40 person team but I do want to get this one point across that you essentially are going to create that team whether or not they're in your company you're going to have a team of people around you that are going to support you that's the only way your business is going to get off the ground. It's the only way you're going to have a reason to get up in the mornings on the days that it's just really brutal. It might not have anything to do with business and I...

have days like that, I have a year like that where my team at Lin and Jirsa was literally the entire reason why I was going and getting up out of bed each morning. This is an important thing to understand for someone that's going to have a partnership, but it's more important to understand for those of you that are going to lone wolf this process. If you're going out as a sole proprietor you're going to run your own business, you need this. This is your network, these are the people around you that's going to be composed of your photographer friends, it's going to be composed of your client friends, it's going to be composed of all the people that you currently have as friends and family and everybody that is going to lift you up through the process, does that make sense? And in those down moments go to them. Go to your photographer friends and those groups, that is the best time to go to those groups is to say I'm having a rough time right now, tell me something what do I need to do, help me. Call up your buddy. I'm going to tell you what benefits you're going to get from that. So we're jumping into now where our roadmap focus is on network marketing and the creation of content, so we are not only network, we're joining in the groups, we're networking, we're in person, online, all that kind of stuff, we're going to (mumbles) our family, for artistic development. This is that piece, it's also going to be, so this is all networking, it's also going to be starting the network and then creating that bit of first content which we're going to get heavy into in weeks nine through 12. We're just going to start the topic now. Grassroots marketing. In your early years, you're going to be bootstrapping it your capital is going to be at a minimum. We're not going to have a ton of money, I'm hoping that you guys have your war chest, 30, 40, $50,000 that you can rely on for the next 12 months 18 months to get your business going, but either way you need to watch every dollar that you're spending. In the meanwhile, time is going to be your most abundant resource at least I'm hoping, 'cause if you don't have cash you better have time, one of those things you need to have. Time is where we're going to make up all of what we don't have on the capital side right now. Then in the later years this could be six months down the road it could be 12 months down the road, I want you to think about buying back your time and some of your life from the business. Because this is a mentality that you're going to run into that's difficult to accept. You're business owners and you're now doing $150, in revenue but student management is becoming a really difficult thing. I'm sure a lot of you are towards this position right now. You guys that are online, you're in that 80 to $150, income range and to get somebody into the studio full time part time you're looking at 25 to $50,000 a year and you're like man that's a lot of money. That's going to be tough for me to spend just to get somebody to help me manage this process. So let me give you something that'll help you in getting through that mindset. One, they don't cost $25,000 a year. They cost $2500 a month. Does that make sense? We think of it in yearly amounts because that's what their salary is but in reality it's a monthly amount which means that if immediately they are not giving you a return making your life better buying back your time within one month you can let them go and be back to whatever it is that you're doing. Does that help in thinking about that risk of hiring somebody on? It's a $2500 risk it's not a $25000 risk. So think in that sense. Also think in the sense of buying back your time because right now while your time might be abundant, down the road it won't be and you're going to want to spend time with your family, more importantly, not more importantly than your family, but inside of the business more important than doing the post-production everything there, you need to be getting more business, that's where your time needs to be is in acquiring clients and doing things that you need on that side. So buy back some of that time. Memorize this, this is your four-prong grass roots marketing plan and guess what, this is the division of time that I want you guys to have because every one of you is going to use what to track your time? Toggle, you're all going to toggle your time. And we're going to use what to manage our work intervals? (mumbles) just focus or any that you choose. In terms of that toggling time in your efforts in marketing, this is where that time should go. If you're going to spend ten hours in marketing four hours should be in learning SEO and content marketing and writing, four hours should be in the networking side, wedding industry, friends, family, photographers, online groups, styled shoots, collaborators, photographers is a smaller one in that group. One hour of your time on social media, posting everything. One hour of your time in listing and directories posting. The unfortunate truth right now is if you were to toggle your time you probably are somewhere around nine hours in all of this, and about one divided between the three of the other ones. I know it's true because it was true for me, it was like everybody wants to know the magic bullet on social media to get more clients, here's the magic bullet get off of social media. That's not the route, Instagram is decent, Pinterest is amazing, unfortunately you guys are all on Facebook. It's just not the place to be. We'll talk about how to spend your time, how to make this time effective as opposed to draining 'cause it is necessary it's just how many courses are there that talk about Instagram success and Instagram your way to this and Facebook market your way to success and Facebook based on SEO Mods which we'll talk about, this is a major online leads acquisition based company, states that Facebook is no longer a place to acquire new customers. It's a place to connect with people in your industry. It's a place to connect with your friends. Even Mark Zuckerberg himself said he wants Facebook to be not about businesses, you've seen him destroy the algorithms and how it's affected businesses in reach and effect that means your time needs to be diverted. That's your first year, beyond your first year once you're up and running I want you to increase the social media involvement just a little bit. We're going to go from one hour to two hours a week that kind of adjustment. We're going to spend still most of our time in SEO and content, the other side of our time in networking. And 5% of our time in listing and directories. Listing and directories is simple because you post it once a day even if you did it daily, you put up a post in five ten minutes and you're done you don't bother with it again. Directors do the same thing, once you finish your listing in your directory, you don't touch it again. Is this making a bit of sense? Yes. What is CEO I forgot. SEO CEO and content. SEO is search engine optimization. It's a broad topic that we're going to talk about, it's building marketing assets not buying marketing time if that makes sense. It's more so building and we're going to discuss a huge part of this class is going to be on SEO.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.